Norelco Promo, Case study SHAVE OF A CHAMPION by Tango

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SHAVE OF A CHAMPION

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Industry Shaving
Media Promo & PR, Case study
Market Spain
Agency Tango
Director Antonio Mendez
Creative Director Jonny Gómez Ponga
Released September 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: PHILIPS
Product/Service: SENSOTOUCH 3D ELECTRIC SHAVER
PR Manager: Gonzalo Condes de Bethencourt (Philips)
Product Manager: Ariel Bruzzone (Philips)
Director: Antonio Mendez (Tango)
Creative Director: Jonny GOmez Ponga (Tango)
Account Executive: Virginia Mena (Tango)
Account Director: Carlos Follana (Tango)
Media placement: Press Releases - Marca, As, Squire, GC, Elle, Marrón Y Blanco, Shangay, - September 23rd 2010
Media placement: TV - All 6 Major Broadcast Networks In S^pian - September 23rd 2010
Media placement: Advertorial - GC, ELLE, Marrón Y Blanco - September 23rd 2010
Media placement: On-Line - EFE.es, Europapress.es, Antena3.com, Cope.es, Diariofemenino.com, Esquire.es, La - September 23rd 2010

Summary of the Campaign
Challenge: Launch of the new Philips electric shaver Sensotouch 3D

Objectives: To communicate SensoTouch is the best electric shaver ever, worthy of a world champion like Iker Casillas.

Strategy: We convinced Iker to shave his beard after the first game during the South Africa World Championship and we let the media pass the rumor that he did it for a personal superstition. Months later, Iker spoke to the media to deny that his new look during the World Cup was due to a personal superstition, but to a teaser of the launching campaign of our product.

Outcome:
- 80.565.953 media impacts.
- Return of the Investment of 1.777.058€
- R.O.I: 325%

The Situation
Philips was looking for a brand embassador to embody his brand values, and Iker Casillas (captain of Spain’s National Football Team) was the perfect candidate. In addition, this campaign was born during South Africa World Championship.

Iker Casillas shaved his beard after Spain’s first match in the championship. One month later, the World Cup was won, a happy event that made the entire nation proud and emotional.

So we found a sum of lucky events that represented an extraordinary opportunity for the launching campaign of an extraordinary product.

The Goal
The goal of our campaign was the launching of the new Philips SensoTouch electric shaver at the most notorious level, so we took advantage of the most notorious event possible: winning the World Cup.

Our target audience was men from 25 to 45 years old. But, since electric shavers is a present frequently purchased by women to their boyfriends/husbands/fathers, the sharp look of our brand ambassador was also focused on them.

The Strategy
Spain lost its first game against Switzerland during the South African World Championship.
Then we asked Iker Casillas to shave his beard to bring back the winner look that made him a champion during the Eurocup two years earlier, and let the media pass the rumor that he did it for a personal superstition. A few weeks later, Spain became the new World Champion.
During the launching of the new SensoTouch shaver, Iker gave a press conference to deny that his new look during the World Cup was due to a personal superstition, but to a teaser of the launching campaign of our product.

Execution
We convinced Iker to shave his beard after the first game during Southafrica’s World Championship and we let the media pass the rumor that this was due to a personal superstition. Months later, Iker spoke to the media to confirm that his new look during the World Cup Championship was due to a teaser campaign.

Documented Results
- 77 TV appearances - (50,843,574 impacts)

- 15,633,490 On-line media impacts

- 117 press releases

- 3 magazine covers
(14,088,889 press impacts)

With a total sum of: 80,565,953 impacts.

With a Return on Investment: 1,777,058€

R.O.I: 325%